Communication and advertising in the beauty industry: a connection to women´s consumer behavior

The concept of advertising and the beauty industry had a significant increase in its relevance from the customer’s point of view in the 21st century. The research process was developed with a literature review explaining the concepts that determine advertising effectiveness, the applications of femvertising, and the main methods to understand women consumer behavior and purchase decision. The present investigation aims to recognize the connection between advertising and the beauty industry to understand how brands position themselves nowadays. Furthermore, identify and analyze how advertising and social media of Rihanna, singer, and owner of makeup brand Fenty Beauty, generate engagement with their female customers, fostering a positive reflection on female empowerment and the change of mindset in the beauty industry. The investigation continues with a qualitative methodology, to develop a analysis of Fenty Beauty’s first launch in 2017 and their Social Media in 2022, interpreting the defined categories to generate the results. The results show that the way the brand is positioned and how creates advertising and social media, generates a connection with women consumers through identification with diversity, inclusivity, and representativeness.O conceito de publicidade e indústria de Beleza tiveram um aumento significante no ponto de vista dos consumidores no século XXI. O processo de investigação foi desenvolvido com uma revisão de literatura explicando conceitos como eficácia da publicidade, as aplicações do Femvertising e os principais métodos para compreender o comportamento do consumidor do género feminimo e as decisões de compra. A presente investigação visa reconhecer a conexão existente entre a publicidade e indústria de Beleza tencionando perceber como as marcas se posicionam atualmente. Para além disso, identificar e analisar como a publicidade e as redes sociais da marca de maquiagem da Rihanna, cantora e dona da Fenty Beauty, geram engagamento com as consumidoras, fomentando uma reflexão positiva no empoderamento feminino e na mudança de mentalidade na indústria de Beleza. A investigação procede com uma metodologia qualitativa para desenvolver uma análise de conteúdo do lançamento da marca em 2017 e redes sociais em 2022, interpretando as categorias definidas para obter resultados. Os resultados mostram que a forma como a marca se posiciona e cria publicidade nas redes sociais, geram uma conexão com o consumidor do género feminino através da identificação pela diversidade, inclusividade e representatividade apresentadas

The impact of digital technologies on sustomer experience in experiential tourism

Masteroppgave i International Business and Marketing - Nord universitet 202

IMAGE REPAIR STRATEGY TO MAINTAIN DIGITAL REPUTATION

Reputasi adalah hal penting yang harus dipertimbangkan dalam industri informasi. Perkembangan teknologi yang ada mulai menyoroti bagaimana reputasi dikembangkan di dunia digital. Dalam praktik hubungan masyarakat (PR), menjaga reputasi sangat penting untuk menjaga keberlanjutan perusahaan. Untuk mempertahankan reputasi perusahaan, diperlukan strategi perbaikan citra dalam praktik keseharian yang mereka lakukan. Tulisan ini bertujuan untuk mengklasifikasikan model hubungan masyarakat menurut Grunig yang diadopsi oleh Bank CIMB Niaga dan strategi perbaikan citra yang mereka lakukan dalam mengelola reputasi digitalnya melalui Twitter di internet, ketika mereka menghadapi krisis 'Fall Below Fee'. Metode yang digunakan adalah mengumpulkan data melalui analisis konten dengan sumber observasi di Twitter. Konsep model PR dan perbaikan citra akan digunakan untuk menjelaskan masalah krisis yang terjadi di dunia digital. Hasil penelitian menunjukkan bahwa perusahaan menggunakan model asimetris dua arah ketika menghadapi situasi krisis dalam media sosial terutama Twitter. Dengan tren dalam model PR ini, perusahaan lebih memilih untuk melakukan metode penyangkalan (denial) sebagai strategi perbaikan citra untuk mempertahankan reputasi dan kebijakan yang telah mereka tetapkan

Image Repair Strategy to Maintain Digital Reputation

Reputasi adalah hal penting yang harus dipertimbangkan dalam industri informasi. Perkembangan teknologi yang ada mulai menyoroti bagaimana reputasi dikembangkan di dunia digital. Dalam praktik hubungan masyarakat (PR), menjaga reputasi sangat penting untuk menjaga keberlanjutan perusahaan. Untuk mempertahankan reputasi perusahaan, diperlukan strategi perbaikan citra dalam praktik keseharian yang mereka lakukan. Tulisan ini bertujuan untuk mengklasifikasikan model hubungan masyarakat menurut Grunig yang diadopsi oleh Bank CIMB Niaga dan strategi perbaikan citra yang mereka lakukan dalam mengelola reputasi digitalnya melalui Twitter di internet, ketika mereka menghadapi krisis 'Fall Below Fee'. Metode yang digunakan adalah mengumpulkan data melalui analisis konten dengan sumber observasi di Twitter. Konsep model PR dan perbaikan citra akan digunakan untuk menjelaskan masalah krisis yang terjadi di dunia digital. Hasil penelitian menunjukkan bahwa perusahaan menggunakan model asimetris dua arah ketika menghadapi situasi krisis dalam media sosial terutama Twitter. Dengan tren dalam model PR ini, perusahaan lebih memilih untuk melakukan metode penyangkalan (denial) sebagai strategi perbaikan citra untuk mempertahankan reputasi dan kebijakan yang telah mereka tetapkan

Driving Employee Engagement: Contemporary Trends in Engagement

Employee engagement is an important concept in today\u27s workforce. Engaged employees work harder and more efficiently, while disengaged workers may in fact work against the company\u27s mission. Employee engagement can be increased with a number of different interventions and initiatives. Internal social media platforms promote communication and collaboration among employees. Employees who have had additional training and development are more engaged, as well as employees who receive feedback from managers. Promoting a balance between work and life also leads to more engaged employees, as well as recognizing employees for the work they do. Managers can also learn ways to increase engagement. When considering initiatives to increase employee engagement, leaders must asssss the company\u27s readiness to change, and the measurements they will use to evaluate engagement. They must be ready to invest in the program, ffid follow through with re-evaluation

Can attachment theory explain why social bonds develop in business relationships? An exploratory study of professional service providers

Social bonds have been found to lead to beneficial outcomes such as loyalty in business relationships but how and why these bonds develop has not been fully explored. Attachment theory has been widely used to explain how people form personal attachments but its use in the context of business relationships has been limited so far. Thirty in-depth interviews were conducted using a phenomenological approach to explore whether attachment theory can explain how social bonds develop in professional service provider-client relationships. The findings give some interesting insights into bonding and attachment from the experiences of professional service providers and form the basis of some important managerial implications

How can start-ups increase their value co-creation through SEO?

Abstract. The internet started in the 1960s for government researchers to exchange research. Tim Berners Lee created the foundation for the web in 1990, which consisted of the HTTP protocol, a browser, a server, and the world’s first website. Netscape, an early web browser, had a very successful IPO in 1995, which ultimately popularized the web and sparked the so-called “Dot Com bubble.” The World Wide Web, since its creation until now, has become a critical channel between companies and customers. Over half of the internet starts their search on a search engine, making it imperative for companies that want to stay competitive to have a website online. Ever since the commercialization of the internet, startup companies have competed for the first search results in search engines through a digital marketing technique known as Search Engine Optimization. SEO as a study topic has been studied since Google was created in 1998. This thesis explores how value co-creation is created with Search Engine Optimization and how the two concepts are related. The context is for high-growth start-up companies that aim to increase their digital presence online. The research method is qualitative dominant and takes an abductive approach. The primary data was collected from a young startup company in North America and consisted of an extensive data set of user behavior. The data consisted of screen recordings of the users and user metrics collected through a tracking script on the website. The secondary data used takes the form of peer-reviewed articles, previous SEO studies, online articles, and books. Search Engine Optimization was found to enable companies that want to increase their value co-creation based on the data. It was shown to have the capacity to boost their online presence, create more opportunities for value co-creation, and provide an insight into any blockages preventing co-creation. Essentially, SEO was found to be a vehicle to drive users to companies’ websites and increase the chances for the company to engage the user with a value proposition that could later turn into value-creation. The data also revealed that companies could choose to become co-creators in value if they choose to do so. This was a contrary finding to the pre-existing theory

The influence of sponsorship engagement on brand loyalty: an analysis of the on-site and social media activational communications.

The purpose of this study was to investigate the influence of sponsorship engagement (enacted via sponsorship activations) on consumers’ responses to sponsors’ activational communications. Specifically, this study aimed at examining if interaction and engagement with their team’s sponsors’ activational communication on-site, as well as on social media, influenced loyalty towards the sponsors. The study utilized service-dominant (S-D) logic as the theoretical framework. The S-D logic perspective recognizes that consumer behavior is centered on the interactive experiences between a consumer and an object, in this case the sponsor, and that a level of consumer interest and/or personal relevance with respect to the sponsor is required prior to the emergence of specific engagement levels, the outcome of which is brand loyalty (Brodie et al., 2013). Additionally, the study also recognizes the multidimensional nature of consumer engagement, and that the engagement consumer has with a sponsor differs across contexts. Based on this perspective, six hypotheses were tested. The first hypothesis formulated was that sport team involvement will have a positive relationship with sponsorship engagement. Second, brand interactivity will be positively associated with sponsorship engagement. Third, sponsorship engagement will be positively related to brand loyalty. Fourth, sponsorship engagement acts as a mediator in the relationship between sport team involvement and brand loyalty. Fifth, sponsorship engagement acts as a mediator in the relationship between brand interactivity and brand loyalty. Sixth, gender will act as a moderator in these relationships with sponsorship engagement as the mediator. To address the purpose of the study, two separate research contexts were used. The first research context of the study was social media (study-1). In this study, a questionnaire was distributed to U.S.-based fans of a women’s professional soccer team via Facebook groups organized around fan support and interactions for the women’s professional soccer team. The second research context was on-site (study-2), and U.S.-based fans of a professional football team, who visited the sponsor activation zone and interacted with the representatives, were intercepted and asked to fill out a questionnaire. Both questionnaires assessed fans’ levels of involvement with their team, perceived interactivity of the sponsorship activation, level of engagement with the sponsorship activation, and level of loyalty towards the sponsor. Data were collected from a total of 422 respondents - 241 survey respondents recruited via Facebook groups for the social media study, and 181 survey respondents intercepted at the site of activation. Data were analyzed using path analysis. The results from both contexts supported the multi-dimensional structure of consumer brand engagement. Further, all the hypotheses were supported as involvement with the sport team and brand interactivity were found to be significant drivers of sponsorship engagement, which was also found to exert a significant impact on brand loyalty. The mediating effect of sponsorship engagement was also confirmed while gender acted as a moderating variable in the relationship between brand interactivity and brand loyalty via sponsorship engagement. Overall, the conceptual model performed better in an on-site context (sport team involvement, brand interactivity, and sponsorship engagement explained 39% of the variance in brand loyalty) compared to the social media context (sport team involvement, brand interactivity, and sponsorship engagement explained 35% of the variance in brand loyalty). The findings offer several theoretical and practical implications. From a theoretical standpoint, this research finds support for the use of S-D logic as a theoretical lens to investigate the multi-dimensional nature of CBE in a sport sponsorship setting. In addition, the findings also broaden the theoretical application of S-D logic to sponsorship effectiveness/evaluation models by establishing the importance of fan-sponsor interactions and fan involvement with the sport team. The results also provides researchers with a sponsorship engagement model which they can utilize in a variety of new research contexts covering sponsorship activations. Practitioners are informed by this research on the importance of engaging the fans through activations, which offers sponsors an avenue to break through the sponsorship clutter and achieve the key marketing objective of building loyalty with the fans

E-marketing Tools for Food Businesses Amidst Covid-19 Pandemic: Advantages and Challenges

Many businesses are interested in searching for the latest technologies to secure the tie with existing customers and to prevent potential customers from abandoning their businesses during the COVID-19 pandemic. The food industry is one of them. Therefore, this review article is an attempt to identify various e-marketing tools adopted in the business world in the pre-covid era and to underpin their applicability in the food industry in the covid era by highlighting the advantages and challenges of their adoption. Research articles, conference proceedings, book chapters, theses, and dissertations regarding the topic of applications of e-marketing published from 2000 to 2019 available in the google scholar database, were considered in the review. The final search of the literature was carried out in February 2020. The study reveals that the benefits of applying e-marketing tools in food businesses could compensate for the pitfalls of adopting them. Authors suggest that the ability to compare prices of similar products from different sellers as the most promising benefit of e-marketing, from the customer perspective. Similarly, the cost-effectiveness experienced by food suppliers compared to traditional marketing, makes the e-marketing concept attractive, for food businesses. This work discovers the ability and the inclination of people to launch, manage and organize business ventures with e-marketing approaches in the present as well as the future world.